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07

Mar

In a nutshell: the overall results of the Engaged Web in New Zealand Report

Intergen has recently completed the Engaged Web in New Zealand Report, first undertaken by EPiServer in the UK and then Australia. Results indicate that the websites assessed in the New Zealand report do engage with their visitors; however, many organisations are failing to utilise engagement tools to a high standard.

Overall results

 

In studying New Zealand’s top five most popular (‘popular’ for the purposes of this report being the most highly trafficked) websites for each sector, based on data provided to us by Experian Hitwise, many would think the websites would have a high level of engagement. However, often this is not the case; many websites assessed aren't effectively including all engagement elements to a high standard.

In particular, as a whole, websites are underperforming in social media, blogs and online community engagement categories. Over half of the sectors surveyed scored under 50% in these areas. Sectors that failed to engage effectively in these engaged web categories included the Education, Business & Finance, Food & Beverage, Lifestyle and Government sectors.

Of the 50 websites assessed, 27% didn't feature any form of online community (including blog, social media page, forum or chat room for their organisation). With online communities rapidly turning from a popular trend to a social norm for modern society, especially social networking sites such as Facebook and Twitter, having at least some sort of online community is something all businesses should consider. Of websites that had an online community, many used a Twitter and Facebook page over a blog, forum or chat room. And 46% of the websites didn't feature a blog on their website

For those websites that had some form of online community, the community answered questions more often than the organisation. This suggests that many of the websites assessed in this study need to actively engage with their visitors by answering questions on a consistent basis.

In relation to the websites assessed, only 42% of the websites allowed visitors to ‘share’ webpage content, and only 12% allowed visitors to ‘rate & tag’ content.  This confirmed that many of the websites assessed did not actively encourage visitor interaction or opinion, or allow visitors to ‘share’ their content to a broader audience.

Email was the most commonly advertised contact channel followed by phone and web form.  Only 8% offered a live chat option to their contact channel. The upshot of this is visitors having to change contact channels, for example, changing from the internet to telephone/mobile if they want to speak to the organisation directly.

The Government sector did not have many integrated engagement tools. Of the websites assessed, not one Government website featured a blog, or allowed visitors to ‘share’ or ‘rate & tag’ content.  Only one Government site offered some sort of online community (such a social network page, blog, forum or chat room). Despite this, there are plenty of government websites that adopt these engagement tools. However, the most popular (highly trafficked) government websites for 2011 did not make use of these engagement elements.

Government

The strongest performing sectors were Entertainment, Shopping & Classifieds and News & Media. Shopping & Classifieds and News & Media scored 100% for sticky content, and all scored over 84% for multimedia. As a whole, websites scored 80% for multimedia and sticky content. This indicates that the majority of websites assessed are embracing a mixture of video, image and interactive content, as well as updating their website with new content on a regular basis for their visitors.

Overall, many of the websites assessed are missing or need to improve engagement elements to ensure their websites are successful for both the organisation and the visitor - mainly in the online communities, blogs and social media engagement categories. It’s not all bad though, as websites are performing well in the multimedia and sticky content engagement categories.

With more and more people browsing the internet and interacting in the web space, organisations need to embrace engagement elements to better connect with their customers and provide an online experience that creates a reciprocal relationship between the two. Web 2.0 has been here for a while now, and it’s advisable for all organisations to be fully considering these engagement elements.

 

If you haven't already taken a look at the full report, you can download it for free here. We'd love to hear your thoughts. And in my next blog, I'll be putting the Intergen website to the Engaged Web test - watch this space! 

Posted by: Rose Harris, Marketing Assistant | 07 March 2011

Tags: Engaged Web, website engagement


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